Sales force reactions to corporate social responsibility: Attributions, outcomes, and the mediating role of organizational trust

Corporate social responsibility (CSR) is gaining momentum among researchers and practitioners. In spite of this extensive interest, systematic research regarding the effects of CSR on other stakeholder groups, besides consumers, remains sparse. Based on a field study in a global Fortune 500 consumer packaged goods company, we examine sales force attitudinal and behavioral outcomes of company's partnership with a United Nations (UN) philanthropic organization. Specifically, we seek to examine whether sales force perceptions of CSR motives influence their evaluation of CSR actions. Findings indicate that egoistic-driven motives negatively influence salesperson trust in the company, whereas stakeholder- and values-driven motives positively influence salesperson trust; however, strategic-driven attributions do not have an influence on salesperson trust. The results further reveal the mediating role of trust in the relationship between sales force attributions and outcomes including loyalty intentions and positive word-of-mouth.     

The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing

This research was carried out using five case studies and a survey to discover how sales and marketing managers are rewarded and if alignment of rewards can improve collaboration between sales and marketing and/or reduce inter-functional conflict. In addition, it examined the role of senior managers' support for coordination on sales/marketing collaboration. The results reveal that organizations which use aligned rewards can increase sales/marketing collaboration through such reward structures, but not reduce inter-functional conflict. In addition, senior managers' support for coordination is vital, as it increases sales/marketing collaboration, and strongly reduces inter-functional conflict. This is important because inter-functional conflict has a strong negative impact on collaboration between sales and marketing in business to business firms.     

Social media in B2B sales: Why and when does salesperson social media usage affect salesperson performance?

The importance of social media usage by B2B salespeople has been well documented in the sales literature. In particular, a B2B salesperson's use of social media to prospect for customers and adapt their sales approach have primarily been shown to explain sales performance. However, an increasing body of literature in the sales domain has called for B2B salespeople to be ambidextrous by engaging in service activities aimed at helping their customers. We argue that by giving B2B salespeople an opportunity to communicate directly with their customers, social media is used by salespeople to proactively service their customers and hence can play a critical role in driving sales performance. Drawing from the Task-Technology Fit theory, we develop and test a conceptual model in which B2B salesperson social media usage affects salesperson performance indirectly through value-oriented prospecting and proactive servicing. Additionally peer social media usage was a key moderator in the relationship between B2B salesperson social media usage on the one hand and value-oriented prospecting and proactive servicing on the other hand. We test the model with data from 171 B2B salespeople and find that salesperson social media usage relates positively with proactive servicing and value-oriented prospecting. While we did not find support for the relationship between social media usage and adaptive selling, we did find support for the impact of all three sales activities salesperson performance. In addition, results show that peer social media usage has positive moderating effects on the B2B salesperson social media usage and value-oriented prospecting/proactive servicing relationships.     

Transfer of market knowledge in a channel relationship: Impacts of attitudinal commitment and satisfaction

This paper attempts to explain how a manufacturer's attitudinal commitment and a distributor's kind and degree of satisfaction have an impact on the transferring of market knowledge from the distributor in a channel relationship. Using data from 225 paired distributors and manufacturers in the Chinese household appliances entity, six of our seven research hypotheses were supported. Results of the study show that a distributor's economic satisfaction directly promotes market knowledge transfer, while a distributor's social satisfaction will enhance market knowledge transfer only when positive economic satisfaction already exists. Furthermore, both the calculative commitment and the loyalty commitment of a manufacturer have inverse U-shaped relationships with a distributor's economic satisfaction, and are negatively and positively related, respectively, to the distributor's social satisfaction. The study thus points out the distinct roles of economic satisfaction and social satisfaction and their interaction in market knowledge transfer, and the insightful impacts of calculative and loyalty commitment on economic and social satisfaction. These findings provide new theoretical thinking about channel relationship management and the business practices of manufacturers.     

Is perceived value more than value for money in professional business services?

It is well documented in the literature that customer perceived value plays an important role in understanding behavioral outcomes of business customers. However, most business-to-business research has focused on the functional dimension of perceived value, while consumer research has already advanced to a multidimensional value conceptualization. This study expands the concept of perceived value in the professional business services context to functional, emotional, and social perceived value. Based on signaling theory, we conceptualize and empirically support links between the three dimensions of perceived value and its antecedents (perceived corporate reputation, perceived corporate credibility, and perceived relationship quality) and outcomes (satisfaction and loyalty). The results of a survey involving 228 business clients reveal differences in links between value antecedents and the three perceived value dimensions: while perceived corporate credibility and relationship quality impact all dimensions, perceived corporate reputation impacts only perceived emotional value. Results of our study help in understanding how satisfaction and loyalty are viewed as perceived value outcomes; apart from functional value, emotional and social values play a significant role in the satisfaction and loyalty of professional business services clients.     

The moderating effect of control systems on the relationship between commission and salesperson intrinsic motivation in a customer oriented environment

Using a social psychology theory, Cognitive Evaluation Theory (CET), the authors show how commission compensation can be viewed as a sales performance contingent reward and the extent of its use to reward performance, coupled with a sales control system, impacts salesperson intrinsic motivation in a relationship selling environment. In essence, the sales control mechanisms modify the impact of the commission based on whether it is perceived as controlling or informative. This is empirically tested using a sample of business-to-business salespeople. Partial support for three hypothesized relationships is shown providing preliminary evidence that CET is a way to study the integration of commission compensation rewards, sales control systems, and motivational impact. Implications of the findings for theory and for managers are considered, along with suggested directions for future research.     

Managing opportunism in a developing interfirm relationship: The interrelationship of calculative and loyalty commitment

This research develops a framework for investigating associations among the duration of an exchange relationship, the interrelationship between a supplier's calculative and loyalty commitment, and opportunistic behavior on the part of a buyer. The findings indicate that (1) calculative commitment and loyalty commitment by suppliers function as substitutes; (2) a supplier's loyalty commitment increases gradually as a developing exchange relationship endures, whereas calculative commitment increases and then decreases; and (3) a supplier's calculative commitment leads to an increase in a buyer's opportunism, whereas the supplier's loyalty commitment leads to a decrease, and a supplier's loyalty commitment decreases the positive impact of calculative commitment on opportunism. These findings provide insights into how relationship duration affects buyers' opportunism through the interrelation between suppliers' calculative and loyalty commitment.     

Delegating slotting allowance authority to the sales force

Slotting allowances are payments manufacturers make to retailers in exchange for product distribution. An important question manufacturers face is whether their salespeople should have the authority to allocate these payments and, if so, what are the implications of doing so. Unfortunately, although slotting allowances have been investigated in the literature, there is little guidance on these issues. Providing such guidance is important because slotting allowances are both costly to manufacturers and frequently demanded by retailers. Therefore, we introduce slotting allowance authority into the literature and suggest that it is positively related to customer loyalty toward the salesperson; however, this relationship largely depends on a customer's relationship motivation. Specifically, we offer a contemporary view of customer motivation by demonstrating that the relationship between slotting allowance authority and customer loyalty is less and more positive with increasing levels of intrinsic relationship motivation and extrinsic relationship motivation, respectively. Moreover, our results indicate a conditional process model whereby slotting allowance authority impacts sales growth through customer loyalty conditioned upon intrinsic- and extrinsic relationship motivations.     

The role of sales team intragroup conflict on critical job outcomes

Sales teams are often structured into groups by territories, product categories, or hierarchical levels of salespeople which provide support to one another while counter-intuitively competing for individual resources, rewards, and promotions. We posit that the impact of conflict within the sales team (sales team intragroup conflict) on critical individual-level job outcomes (job satisfaction and intent to turnover) is contingent upon two loci of influences: individually-influenced goal orientations (learning and performance) and managerially-influenced justice perceptions (procedural and distributive). We empirically examine sales team intragroup conflict through a primary data collection of 195 distributor salespeople organized into 20 geographically dispersed teams. Our results largely support our hypotheses that there are nuanced effects across the loci of influences, such that in conflict-laden environments, having a performance orientation or perception of organizational distributive justice enhance job satisfaction, while a perception of organizational procedural justice decreases job satisfaction. Thus, we answer the call to better understand the role of conflict in marketing exchanges.     

Studying the antecedents and outcome of social media use by salespeople using a MOA framework

The innovative impact of digital technologies on sales forces is largely unexplored. Particularly, the understanding of drivers of social media use by salespeople remains fragmented and scant. Drawing on motivation-opportunity-ability theory, this study develops an integrative framework. The individual's opportunities to use social media, including perceptions about market readiness, peer influence, and organizational support are considered as important antecedents of individuals' motivation (perceived usefulness) and ability (perceived ability to integrate social media in the sales tasks) to use social media in their job. Next to a positive effect of social media use on sales performance also a potential negative impact through distraction is accounted for. The framework and hypotheses are tested using a sample of 345 salespeople. The results largely support the model and hypotheses. Market readiness, peer influence, and organizational support positively affect salesperson motivation, and except for organizational support, the individual's ability to integrate social media in his/her sales job too. Findings further show that motivation and ability together drive social media use in sales, but that a lack of ability shuts down the positive influence of motivation on social media use. Finally, a positive effect of social media use on sales performance is detected, suggesting that social media can be an important tool to enhance sales growth. Support for a dark side effect of social media is not found.     

How buyer–seller relationship orientation affects adaptation of sales processes to the buying process

Adaptation in sales is common in business relationships. The purpose of this study is to understand how the buyer–seller relationship affects sellers' sales process adaptation to customers' buying processes. The results reveal how the buyer–seller relationship orientation affects sales process adaptation and its effects. The main sources of information in this qualitative inquiry are in-depth, semi-structured interviews with key informants representing a buyer–seller relationship. This study helps to shed light on how the buyer–seller relationship orientation affects sales process adaptation. The findings reveal that both the buyer and the seller have an impact on sales process adaptation. Extant research has recognized adaptation as a central aspect in relationships, while largely neglecting sales process adaptation. Thus, this study focuses on the effects of buyer–seller relationship orientation on sales process adaptation.     

The sales recovery audit: Learning to walk the talk

Little research attention has been devoted to the impact of salesperson failure and recovery management on customer relationship development. This paper develops a theoretically anchored and externally validated sales recovery audit for the purpose of assessing sales organization performance in these matters. Results based on a survey of 177 sales managers indicate that practice of sales recovery efforts lags behind their perceived importance as they relate to organizational success. The sales recovery audit presented here can be a useful tool to continuously evaluate and enhance sales recovery efforts for the purpose of building a stronger relationship selling organization.     

Is customer loyalty vulnerability-based? An empirical study of a Chinese capital-intensive manufacturing industry

Through cooperation, firms can work together to collectively enhance their performance by sharing resources so as to achieve complementary synergism; while assuring their own self interests by adapting some opportunistic tasks simultaneously to gain benefits. There are few studies on the key but hidden reality of relationship vulnerability — i.e., the dynamic process of both creating relationship value and making sacrifices. We aim to empirically investigate the dimensions of a vulnerability-based relationship (complementary synergism and opportunism) and its link with customer loyalty. A framework is proposed in order to give a new dynamic tool in understanding and implementing effective customer loyalty strategies. Our findings revealed that the level of a vulnerability-based relationship is reflected by the high levels of flexible customization, relationship-specific bonding, coercive integration, buyer idiosyncratic investment and a low level of self-interest seeking. A vulnerability-based relationship also has a positive impact on loyalty. Managerial implications of our study are described.     

Social media: Influencing customer satisfaction in B2B sales

Social media have changed how buyers and sellers interact, and increased involvement through social media may yield positive results for sales organizations if salespeople utilize it in facilitating their behaviors. Through the perspective of value creation, we test the mediating effects of salesperson information communication behaviors between social media use and customer satisfaction. Using salesperson-reported data, within a B2B context, we empirically test a model using structural equation modeling. Salesperson's use of social media is found to impact information communication behaviors, which enhance salesperson responsiveness and customer satisfaction. Also, salesperson responsiveness is found to have a positive relationship with customer satisfaction. Findings suggest that social media plays an important role in communicating information to customers, but as an antecedent enhancing salesperson behaviors to increase customer satisfaction rather than a direct factor. This encourages managers to carefully assess goals related to social media use of their sales force.     

Emotions and salesperson propensity to leave: The effects of emotional intelligence and resilience

Emotions constitute a powerful psychological force that can significantly influence the behavior and performance of salespeople. However, emotions in the workplace still constitute an under-developed area of study, mainly in the field of sales. Sales turnover is also particularly important in relation to sales management due to the nature of sales positions, their historically high turnover levels, and the difficulty involved in filling them.In view of the need to broaden knowledge on how to more successfully retain valuable salespeople, and the fact that B2B selling jobs are not the same across the board, this paper, while controlling the type of selling situation, analyzes the influence of two emotional skills (i.e. emotional intelligence and resilience) on salesperson propensity to leave their organization, both directly and indirectly, through their impact on work–family conflict and emotional exhaustion. The moderating effect of servant leadership perceived by salespeople on the relationship between emotional exhaustion and intention to leave is also addressed. Information provided by 209 salespeople from 105 enterprises from various industries confirms the hypotheses put forward and highlights the importance of encouraging the development of emotional skills as a way of alleviating work stress and reducing salesperson turnover. In addition, the results confirm the contribution of servant leadership towards reducing the effect of emotional exhaustion on salesperson intention to leave.     

The role of supplier performance in building customer trust and loyalty: A cross-country examination

Building trust in buyer–seller relationships is a focal issue in relationship marketing. However, there are mixed results concerning the performance outcomes of trust. Also, no attention has been given to linking supplier performance aspects to the development of trusting relationships. In this study we propose a conceptual model of supplier performance drivers and customer loyalty consequences of trust in supplier–organizational customer relationships. We test the model relationships using data from three different countries, namely, France, Hungary, and the U.K., in an effort to assess the extent to which the development and outcomes of trust are consistent across different countries. The results suggest that supplier performance in product quality and sales service quality is conducive to trust building across all three countries. Supplier performance in technical repair service support enhances trust in the market contexts of France and Hungary, but has no significant effect in the case of the U.K. Nonetheless, supplier performance in complaint handling has a positive effect on trust in the U.K. and French contexts, but no link is established in the context of Hungary. Further, the results show that trust enhances customer loyalty across all countries. Moreover, we find that firm size negatively moderates the trust–loyalty relationship in all the countries, with this link being not significant among larger firms in France and Hungary. The results have important theoretical and practical implications for international relationship marketing.     

More communication is not always better? The interplay between effective communication and interpersonal conflict in influencing satisfaction

Effective communication on a personal level plays an important role in developing a long-term buyer–seller relationship, but the process of interpersonal communication may be conflictual. Drawing on the interaction approach, the present study investigates the interplay between effective communication and interpersonal conflict in influencing satisfaction and argues that a high level of effective communication not only diminishes the negative impact of relationship conflict on satisfaction, but also suppresses the positive impact of task conflict on satisfaction. Surveying data from 298 procurement professionals revealed that as the level of effective communication increases, the negative impacts of relationship conflict on satisfaction decrease, but the positive impacts of task conflict on satisfaction also decrease. Therefore, effective communication is found to be beneficial for improving purchasers' perceived satisfaction, but the timing of the task conflict, along with the low levels of relationship conflict, is a critical factor to affect the efficiency of effective communication.     

The impact of innovation intensity,scope, and spillovers on sales growth in Chinese firms

We investigate the relationship between innovation and sales growth of firms in China. Innovation theories suggest firms create the technological knowledge needed to have market impact with their products and drive sales growth in different ways. These include: (1) through firms’ overall innovation intensity, (2) through decisions on innovation scope (depth vs. diversity), and (3) through knowledge spillovers from technological neighbors. Little research exists on how effective these approaches are for emerging market firms in pursuit of growth. To address this, we integrate and test the effects of these different knowledge creation mechanisms using data from Chinese firms over a five-year period. Findings show that innovation intensity and knowledge spillovers positively impact sales growth. We also develop and test a model capturing the non-linear impact of innovation scope. As predicted, we find a U-shaped relationship for depth of innovation and an inverted U-shaped relationship for diversity of innovation.     

An investigation of the influence of coping resources in salespersons' emotional exhaustion

Salesperson burnout continues to be a major concern among industrial marketing organizations. In this work, the authors examine whether certain coping strategies moderate the impact of work-related stressors on salesperson burnout; a previously unexamined area in the marketing literature. More specifically, this work examines if problem-focused coping and emotion-focused coping significantly moderate the impact of role stress (ambiguity, conflict) on feelings of emotional exhaustion in an industrial sales setting. Findings indicate that problem-focused coping strategies moderate the impact of role stress on salespersons' emotional exhaustion; actually reversing the overall impact from positive to negative. However, findings surrounding the moderating effect of emotion-focused coping are mixed, raising interesting questions for future research efforts.     

How social media shapes the fashion industry: The spillover effects between private labels and national brands

Social media has become one of the major industrial marketing channels for companies. Because of the nature of social media, social media marketing produces a strong branding effect for small and medium enterprises (SMEs) in the fashion industry. This study contributes to social media analytics research by exploring the interactions between private labels and national brands in fashion social media and investigating how these interactions influence the popularity and subsequent sales of private labels. Our main findings suggest the presence of large national brands has a positive spillover effect on the popularity of private labels in fashion social media and ultimately influences sales of private label products. The results add to our understanding of the impact of Business-to-Business (B2B) social media marketing on brand competition in the fashion industry.